Mobile phone network operator Vodafone has reduced its charges on donations made to charities by text message.
The firm has announced that the value to charities of every text donation made by its customers will increase from 86 per cent to 90 per cent of the amount given.
The rate applies to donations made using any five-digit charity shortcode - which start with the numbers 70 - with immediate effect.
The move puts it on a par with O2, which announced in November that it would also give charities 90 per cent of the value of donations made through its network.
The remaining 10 per cent will be used to cover network and third-party costs.
Libby Pritchard, head of corporate responsibility at Vodafone UK, said: "Donating by text message is an easy and simple way for customers to give to charity, and this change will make it more attractive."
John Low, chief executive of the Charities Aid Foundation, a member of a coalition campaigning for lower rates on text message donations, said: "This is a huge step forward in the campaign to make text donations a good way to give to charity and means that all charities benefit, not just one-off major appeals such as Comic Relief and BBC Children in Need, for which all mobile phone companies have generously waived their fees."